No matter what your age, you are probably among the growing population who now own a mobile phone.

And these mobile phone users are doing business right where they're standing. Industry research says that 85% of customers completing mobile transactions expect faster and better service on their mobile device than they receive on their PC.

There are many paths a customer takes to get to the ultimate destination of a purchase. From seeing an advertisement that gives them the idea to consider your brand to looking for post-purchase assistance, the customer encounters various touch points and any number of events that determine the course they’ll take.

Therefore, brands need to ensure that they are engaging with their customers across every channel, personalizing the experience with knowledge of each customer’s journey history.

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